DSEA Event Garners More Than 80 TV Airings

SHERMAN OAKS, Calif.--The Dietary Supplement Education Alliance's "Mission Possible" event June 18 returned media placements on television news programs nationwide. "Mission Impossible" television series star Peter Lupus, 70, lifted 76,235 lbs. in 26 minutes and 45 seconds, setting a new world record and raising more than $15,000 to provide vitamins to at-risk children. Less than 48 hours after the event, there were 82 confirmed television airings of the event with a total audience of more than 4.8 million viewers. Cities in which the story aired included Los Angeles, New York, Chicago, Washington, Atlanta, Detroit, Houston, Seattle/Tacoma, Phoenix, Cleveland, Sacramento, Pittsburgh, Baltimore, Indianapolis, San Diego, Charlotte, Raleigh/Durham, Nashville, Kansas City, Salt Lake City and San Antonio.

Many of the news stories included an interview with Lupus in which he strongly encouraged people to give their children vitamins to help them grow up healthy and strong. The news coverage drove more than 6,000 visitors to the DSEA Web site in the 48 hours following the event, exceeding the traffic the site received the previous month. The DSEA Web site (www.supplementinfo.org) offers clear, science-based information about the benefits of dietary supplements.

Event sponsors included NOW Foods, Prolab, Pharmore Ingredients Inc., Schiff Move Free and 24 Hour Fitness Magic Johnson Sports Club. The event was held at the 24 Hour Fitness Magic Johnson Sports Club at the Sherman Oaks Galleria. The charitable contributions will provide vitamins to at-risk children via The Vitamin Angel Alliance and The Healthy Foundation. Many people pledged a penny, nickel or dime per pound lifted.

DSEA is a non-profit coalition between industry trade associations, manufacturers and other groups committed to providing science-based education on the benefits of dietary supplements to consumers, health professionals and policy makers. Alliance board members represent trade associations NNFA and AHPA, manufacturers Natrol, Capsugel and Rexall Sundown, and publishers Virgo Publishing and New Hope Natural Media. Additional information about DSEA is available online or by contacting Deb Knowles at [email protected].